Managing complexity and change in a new landscape June 2014
Introduction Leaders of global asset management rms are driving their operations and technology organizations to transform business processes and technology infrastructures. To enable long-term competitiveness, rms are rede ning their global operating models through: A global footprint that maximizes the use of the 24-hour clock for business processes and technology development while enabling trading across multiple time zones The next generation of shared services organizations, outsourcing and data management programs to promote exibility and responsiveness to changing investor and regulatory demands Cost-management programs that include product rationalization, assessment of distribution channels, a critical review and rationalization of global business and applications, and ongoing assessment of the use of low-cost locations Strategic investment in technology and data management to enable growth, along with more consistent and ef cient processes While speci c areas of focus vary across small, medium and large rms, a number of common themes have emerged as rms reposition their global operating models in response to the convergence of long-term downward pressure on management fees and increased operating costs. Driving asset growth by expanding global distribution channels and focusing on a premier client experience and brand management In response to long-term declining margins, rms are focusing their corporate strategies on distribution and brand management for asset growth. The need to improve distributions channels is currently the primary driver in changes to the rm operating model. US managers are expanding their brands in Europe, while rms in all locations are assessing how to expand the direct-to-consumer model. Adopting a strategic approach to complying with a dynamic regulatory environment Global rms must comply with a changing and complex regulatory environment that places signi cant demands on not only the compliance organization s people and technology, but also on the core investment operations infrastructure overseen by the COO. Leading rms are differentiating their capabilities and competitiveness by holistically assessing and implementing strategic change programs to address a multitude of regulations by a multitude of regulators with all their overlaps and con icts. While challenges and competitive opportunities span business processes and legacy applications, data management and its associated challenges of quality, timely delivery, effective analytics and reporting are paramount. Medium to large global asset managers are implementing new and enhanced compliance programs that require changes to existing organizational structures, functional alignment, processes, systems and data to manage global regulatory compliance. For individual rms, the cost of compliance is substantial. Based on a recent EY survey of global COOs, more than four out of every ve rms globally spend 10% 25% of their operations budgets on compliance. De ning and implementing the next generation of global location strategy Over the past decade, global expansion has been heavily focused on technology development and testing, as well as performing selected operational functions, such as reconciliations. And this expansion has been traditionally concentrated in a few locations. As medium and large forward-looking asset management rms evolve to the next generation of offshoring, they are increasingly looking to leverage Managing complexity and change in a new landscape 1
In a recent survey of leading rms, EY found that more than two of every three rms describe their target operating model as a combination of outsourcing and in-house operations, with 62% of rms employing an outsource model that relies on one or two strategic partners. their global footprint by creating a global operating model, where the technical and data infrastructure supports an increased number of business processes across the front-, middle- and back-of ce operations. Firms are creating global centers of excellence in a more diverse set of lowcost locations, balancing such trade-offs as proximity to senior management, cost of travel, information security, depth and breadth of skilled resources, and political and environmental factors. Our research indicates that the majority of rms view selectively maximizing the use of global lowcost locations as a core component of their business strategy. For smaller and midsized rms, near-shoring remains the more costeffective approach. For US rms of all sizes, the tax advantages of the offshore locations are a primary driver for diversifying from traditional nancial center hubs. Where scale supports the strategy, these rms are moving from function-speci c relocations to taking a cross-functional approach that effectively takes a critical mass of an organization, from senior management on down, and relocates to a lower-cost location. This approach has the added bene t of providing site diversi cation and enabling business continuity planning. Expanding the use of third-party outsourcing throughout the operating model Asset servicers are a fundamental component of an asset management rm s global operating model. With the exception of a minority of rms, the question is no longer whether to outsource; instead, rms are considering which functions can be outsourced, the optimal number of providers to use and how third-party providers can be integrated effectively to enable timely data access by the enterprise. Outsourcing has grown signi cantly in the last few years as rms drive outsourcing into the middle of ce and closer to the functions that traditionally interact with the front of ce investment team, such as performance measurement and attribution. Even rms that are unlikely to outsource a signi cant number of functions that use third-party providers for selected products, such as exchange-traded funds (ETFs) or Undertakings for Collective Investment in Transferable Securities (UCITS). Identifying cost savings in existing shared services organizations Establishing shared services can serve many purposes: streamlining operations prior to outsourcing, preparing for relocating all or part of the organization, or simply reducing operating costs and increasing the effectiveness of the control environment for processes viewed as too mission critical to outsource. Centralizing and standardizing business processes, such as reconciliation, or technology functions, such as testing and data services, are mature practices across the industry. For leading rms, the next phase of shared services organizations is focused on driving down costs through reassessing the location of the centers, as well as reviewing business functions that may have previously been considered too complex or close to the customer to be moved into a shared services organization. In addition, top-tier rms are adopting process excellence and ef ciency methodologies that originated in manufacturing, such as lean process improvement, to drive ef ciency, scale and cost savings in existing or new shared services organizations. 2 Managing complexity and change in a new landscape
Expanding and maturing data management and information security programs Operations and technology leadership in top-tier rms are driving their organizations to implement world-class data management standards. While few rms have developed an enterprise-wide data management platform with the exacting level of ef ciency and quality standards demanded by stakeholders, committing resources to data management is a priority. Data plays a signi cant role in a rm s ability to comply with global regulations, establish a truly global footprint and realize bene ts from a wide array of cost management programs across the organization. While rms agree on the importance of data governance and management, their opinions on how to accomplish the goal varies. The degree to which standards are centralized and set at the enterprise rather than the local level varies by rm size, with larger and more geographically disperse rms less able to centralize. Rationalizing the number of business applications, adopting vendor solutions and driving toward simplicity throughout the systems infrastructure The ability of leading software providers to support the scale, scope and global footprint of top asset management rms, along with the realization that technology is no longer a differentiator in many parts of the value chain, has enabled asset management rms to reduce infrastructure complexity and cost. For example, rms are rationalizing the number of applications and replacing legacy custom applications with vendor-based solutions. In the front of ce, where large rms have historically supported two, three or more platforms based on asset type, the drive is to consolidate on a single trading and order management platform. Demonstrating how slowly this shift takes place across large, complex infrastructures, participating rms in a recent EY survey indicated that strategic spend far outweighed maintenance at 65% of the budget for smaller rms, while legacy infrastructure and greater complexity results in strategic spend outstripping maintenance by only 3% 4% in both medium and large rms. For midsized rms, the move to vendorbased solutions or platform upgrades is being driven by software vendors that offer hosting solutions, thereby expanding the service model s exibility and functionality. Seven in 10 rms recently surveyed maximize the use of shared services organizations for functions performed inhouse. Managing complexity and change in a new landscape 3
Conclusion Which rms will emerge the winners from this new market environment? A few critical success factors are becoming evident. Market leaders will be rms that can deliver on the following: Deliver customized and scalable solutions through effective data management and sophisticated client reporting tools. The ability of rms to effectively govern risk, drive process ef ciencies, employ effective enabling technologies, integrate global organizations, meet regulatory requirements, drive product innovation and offer differential client experience depends on solving the increasingly complex data management challenges. Think differently about new capabilities that can be enabled with big data and emerging data technology capabilities. The volume, variety and velocity of data in asset management rms may be as great as, if not greater than, any other industry. The opportunity to ingrain advanced analytics and data-driven recommendations at the point of decision-making across investment teams, risk management, investment compliance and operations is a challenge few, if any, rms have mastered. Create exibility within the operating model, enabling rapid response to client demands, market conditions and regulatory change. Operating in the global marketplace and expanding into emerging markets, while maintaining market share and margins in established markets, mean rms need to have organizational, technology and governance models that can respond rapidly, effectively and ef ciently. Leverage external third-party service providers while increasing exibility and speed to market. Third-party servicers are becoming a standard arrow in the quiver of leading rms. Whether asset managers use providers for speci c products, regions or broad-based outsourcing, boards of directors and rm leadership are increasingly seeing the value in the role service providers can play in a global operating model. 4 Managing complexity and change in a new landscape
EY contacts Alex Birkin Global Wealth & Asset Management Advisory Leader Alan Fish Americas Wealth & Asset Management Advisory Leader Lesley Keefe +1 617 585 0925 lesley.keefe@ey.com Howard Mannion +44 20 7951 13689 hmannion@uk.ey.com +44 (0)20 7951 1751 abirkin@uk.ey.com +1 212 773 6560 alan.fish@ey.com Managing complexity and change in a new landscape 5
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